Heatmap overlayed over beer bottles

‘Shelf-liveliness’ of Bottle Label Design

Packaging of Tweed Beers
Mocked-up Tweed Bottles


Tweed Brewery company was interested to know how its bottle label designs would perform at retail relative to leading competitors.


A laboratory simulation was designed in which respondents were asked to choose a beer from a simulation-shelf selection whilst their eye movements were recorded using fixed eye-tracking equipment. The Tweed beers appeared in different shelf positions against different leading brand competitors.


We aggregated eye-tracking data into heat maps which visualise total attention, as well as recorded choices of respondents.

Research Outcomes

The heatmap visualisations show what exactly was of interest to consumers.

Visual Saliency of Hopster, Tweed
An example of a heatmap, visualising hottest areas of the packaging

Tweed Hopster (unknown to all respondents) was the standout performer from both visual attention and choice perspectives being selected in 44% of occasions it appeared on shelf.

Hopster results
Tweed vs other leading brands

‘Shelf-liveliness’ of the label could be explained by size and curvature of typeface, unusual colour contrast and the eyes.

Fixations of Hopster
Attention-grabbing features of Hopster packaging

Research implications

Eye-tracking technology gives us the opportunity to test ‘shelf-liveliness’ and performance against competitors in multiple shelf positions. Prior to finalizing packaging designs multiple options could be tested to determine optimum on-shelf performance.